Privacy is becoming more top of mind for consumers, and as third-party cookies continue to crumble, InfoSum wants to lead the ad-tech industry in providing reliable information that does not compromise a consumer’s data.
The company has appointed Lauren Wetzel as president of North America, global strategy and operations. Wetzel was previously head of strategy and corporate development at Xandr, where she was a key player in its purchase of a minority stake in Infosum and formation of AT&T’s advertising business unit.
“With her experience of developing strategies that promote rapid growth, she will play a pivotal role as we increase our presence in North America,” said Nick Halstead, CEO and founder of InfoSum, in a statement. “We will also greatly benefit from her experience and knowledge as we evolve as a company, and she’ll be invaluable in the development of our longer-term global business strategies.”
Wetzel’s hire follows InfoSum’s appointment of Brian Lesser as executive chairman in April, who joined InfoSum from AT&T. The two are teaming up to decentralize marketing infrastructure and develop the first-party marketing programs that will replace cookies.
InfoSum is one of a number of companies attempting to solve arguably the industry’s biggest ad-tech conundrum of online ad targeting and performance measurement—with publicly-listed companies such as LiveRamp and The Trade Desk among the throng of companies attempting to become the industry’s favored tool.
Using the skills she developed in her previous role at Xandr, Wetzel said she wants to expand Infosum’s role in revolutionizing data during such a pivotal moment in the industry.
“I see the future of ad tech as dynamic and decentralized,” she said. “Companies want to take back control and are looking for infrastructure that moves away from industry giants and InfoSum is delivering that.”
Infosum’s objective is optimal for ad-tech companies, its clients and consumers, according to Wetzel.
“The privacy-first approach makes it possible for every company to unlock the value of customers,” she said. “It not only protects consumers and first-party data, but it also allows companies to drive better solutions. All of those players within the value chain are turning to first-party data and collaborating to drive more effective campaigns.
Wetzel added she was also drawn to InfoSum due to its infrastructure’s many applications beyond marketing, including healthcare, data security, and management.
“I am incredibly excited to join such an innovative company,” she shared in a statement.